Robert Redford Is Embarassed At How Much Swag They're Giving Away At Sundance

Robert Redford laments:
"We have to work harder and harder to point to the fact that this
is about the filmmakers."AP Images

PARK CITY, Utah (AP) — Where there
are celebrities, there is swag, and the Sundance Film Festival is
no exception. Nearly a dozen gift suites opened their doors
Friday afternoon along the city's Main Street.

Kate Bosworth, Andy Samberg, Emma Roberts and Rashida Jones are
among the famous folks who stopped by the VEVO PowerStation SOREL
Suite, where they could indulge in moisturizing facials and lip
treatments from Fresh cosmetics and outfit their feet in
snow-ready footwear.

The company is also offering a 24-hour concierge service that
will deliver boots around the clock to stars who can't stop by
the suite.

At the Alive Expo Green Pavilion, guests could pick up natural
skincare products and handmade handbags by Kenyan artisans from
Tembo Trading Co.

The Bertolli Meal Soup Chalet served up bowls of hot soup and
handed out sunglasses and Lumene skincare products to visitors.
Joe Pastorkovich of Lumene said Sundance is the perfect place to
introduce the European brand to an American audience.

"We're expanding into the U.S., and our brand connects well to
Park City," he said. "It's a good fit because of the naturalness
of the product, and we're unpretentious. This festival is about
independent film, and we're an independent brand."

Italian shoe company Carlo Pazolini also exhibited (and gifted)
its wares at the Sundance fest as a means of expanding its market
reach.

"We're a European company launching in the U.S., so we wanted to
get our name out there," company executive Jennifer Damiano said
from the Miami Oasis suite, where she gave away high-end leather
shoes and handbags. Guests at the suite were also treated to
gluten-free snacks, hair styling by got2B, and cocktails from
DiSaronno and Patron.

The Miami Oasis is just one part of the brand-heavy T-Mobile
Village at the Lift, which includes McDonald's
McCafe Lounge, the Puma Social Lounge and a temporary Tao
nightclub.

Actress Blythe Danner stopped by the Fender Music Lodge, which
offered live music and swag including Bear Paw boots and Park
Lane jewelry.

Sundance sponsors HP, Acura,
Chase Sapphire and the Sundance Channel also hosted suites along
Main Street.

Alex Wilson, who produced the VEVO suite, said brands love
Sundance because of the concentrated star power and media
presence.

"In one location for five days, you can't get any bigger as far
as names and exposure," he said. "With the heat of Park City,
word travels fast."

And the number of branded suites keeps growing, too, much to the
chagrin of Sundance Institute founder Robert Redford. He lamented
that the success of the festival has attracted what he calls
"leveragers" who muddle its mission of nurturing and celebrating
independent film.

"They come in with their own agendas to use the festival to
piggyback their agendas," he said. "It's a free country and
there's nothing we can do about that ... but we have to work
harder and harder to point to the fact that this is about the
filmmakers. This is about their work and showing their work to
you."

Many of the gift suites will close by Monday. The Sundance Film
Festival continues through Jan. 29.